Global Growlers Market Size, Trades, COVID-19 Impact & Growth By Material (Glass Growlers, Stainless Steel Growlers, Ceramic Growlers, and PET Plastic Growlers), By Capacity (32 oz, 64 oz, and 128 oz), By Closure Type (Screw Cap, Swing Top, Flip Top, and Other Closure Types), By End-User (Craft Breweries, Bars & Pubs, Restaurants, Home Use, and Other End-Users), By Region and Companies - Industry Segment Outlook, Market Assessment, Competition Scenario, Trends, and Forecast 2023-2032
- Published date: Aug 2023
- Report ID: 105154
- Number of Pages: 309
- Format:
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Report Overview
The Global Growlers Market size is expected to be worth around USD 755.0 Million by 2032 from USD 530 Million in 2022, growing at a CAGR of 3.70% during the forecast period from 2023 to 2032.
A growler is a container, typically made from glass, ceramic, or stainless steel, used to transport and store draft beverages such as beer, cold brew coffee, kombucha, and more. The name “growler” is thought to have originated in the late 1800s when beer lovers would carry freshly brewed beer from local taverns in metal pails that would emit a growling sound due to the escaping carbon dioxide.
Growlers have evolved significantly since then and have become an essential accessory in the craft beverage industry, particularly in the context of craft beer. The primary purpose of a growler is to allow consumers to take home draft beer from a brewery or taproom in a sealed container that preserves the freshness, flavor, and carbonation of the beverage. They are especially popular among craft beer enthusiasts who want to enjoy unique and fresh brews in the comfort of their own homes.
Growlers come in various sizes, typically ranging from 32 ounces (approximately 946 ml) to 128 ounces (approximately 3.8 liters), although smaller and larger sizes can also be found. They feature a secure sealing mechanism, often involving a screw-on cap or a flip-top lid with a rubber gasket, which helps maintain the beer’s quality by preventing air from entering the container and affecting the taste.
The appeal of growlers goes beyond mere functionality; they’ve also become a canvas for creativity and branding. Breweries often use growlers as a way to showcase their logo, label designs, and even limited-edition artwork, making them collector’s items for enthusiasts and a means of promoting their brand.
Growlers provide a more sustainable alternative to single-use cans or bottles, aligning with the growing concern for environmental impact. By opting for reusable containers, consumers can reduce the amount of packaging waste generated.
While the primary focus of growlers is on beer, their versatility has led to their use for various other beverages as well. The concept of taking fresh draft beverages to-go has expanded to include cold brew coffee shops, kombucha taprooms, and even cocktail bars that offer growlers of signature mixed drinks.
The global growlers market has experienced significant growth alongside the expansion of the craft beer industry. As more consumers explore different beer styles and flavors, the demand for growlers as a means of transporting and preserving draft beer has increased. This has led to a diverse range of growlers available in the market, with various sizes, designs, and materials to suit different preferences.
Actual Numbers Might Vary in the Final Report
Driving Factors
Craft Beer Movement: The growing popularity of craft beers and microbreweries has directly contributed to the demand for growlers. Consumers want to enjoy fresh, unique brews at home.
Environmental Consciousness: Growlers are seen as a more sustainable option compared to single-use beer packaging like cans or bottles, aligning with consumers’ environmental concerns.
Customization: Growlers offer a platform for breweries to create branded designs and limited-edition releases, which can attract collectors and enthusiasts.
Convenience: Growlers allow consumers to bring home their favorite draft beers without the need to visit a brewery or bar each time they want a fresh pint.
These are some factors that can help to increase the revenue growth of this target market in the years to come.
Restraining Factors
Limited Shelf Life: Despite efforts to maintain freshness, draft beer stored in growlers has a limited shelf life compared to beer in kegs or cans. This might discourage consumers from purchasing larger quantities.
Regulations: Some regions have regulations that restrict the sale and distribution of draft beer in growlers, impacting market growth in those areas.
Quality Concerns: Inconsistent sealing or improper cleaning of growlers could lead to contamination and affect the quality of the beer.
These are some factors that can hamper the overall revenue growth of this target market over the forecast period.
Growth Opportunities
Online Retailing: The rise of e-commerce provides an opportunity for breweries to sell growlers directly to consumers online, expanding their reach beyond local markets.
Innovative Materials: The development of advanced materials for growlers could enhance their insulation, durability, and portability, further improving the consumer experience.
Global Expansion: As craft beer culture spreads globally, the demand for growlers could increase in new markets.
All these factors can create new opportunities for this target market in the next decade.
Latest Trends
Sustainable Packaging: Consumers are increasingly conscious of the environmental impact of their choices. Growlers are seen as a more sustainable option compared to single-use bottles or cans. Breweries are responding to this trend by offering refillable and reusable growlers made from eco-friendly materials.
Integration with Technology: Some breweries are adopting technology to enhance the growler experience. This includes QR codes on growlers that provide information about the beer, its origin, and tasting notes, creating an interactive and educational experience for consumers.
Material Analysis
The growlers market is divided into four categories according to material: stainless steel, glass, ceramic, and plastic. Among these materials, stainless steel material is dominating this market. Growlers made of stainless steel are renowned for their resilience and insulating qualities. They are perfect for traveling hot coffee, cold brew, or chilled drinks since they can keep liquids hot or cold for long periods of time. In comparison to glass growlers, stainless steel growlers are also more lightweight and less likely to break.
Capacity Analysis
This market is divided into 32 oz, 64 oz, and 128 oz in terms of capacity. Based on capacity, the 64 ounces category led the market in revenue contributions. The 64 oz Craft Growler works great for sharing any alcoholic beverage, such as cocktails, or wine. It is the standard size for filling up at your neighborhood brewery.
Closure Type Analysis
The growlers market is divided into screw caps, swing tops, flip tops, and other segments according to the kind of closure. The market for growlers was dominated by screw caps in 2022 in terms of closure types. Screw cap closures offer a reliable seal and are simple to use. Screw caps are popular because they are simple to use, quick to open and close, and suited for regular use as well as transportation. As a result, it is projected that the rising popularity of growlers and high-quality services will hasten corporate expansion.
Global Growlers Market Segments
Based on Material
- Glass Growlers
- Stainless Steel Growlers
- Ceramic Growlers
- PET Plastic Growlers
Based on Capacity
- 32 oz
- 64 oz
- 128 oz
Based on the Closure Type
- Screw Cap
- Swing Top
- Flip Top
- Other Closure Types
Based on End-User
- Craft Breweries
- Bars & Pubs
- Restaurants
- Home Use
- Other End-Users
COVID-19 Impact Analysis
Positive Impacts of COVID-19 on the Global Growlers Market:
E-Commerce and Online Sales: With lockdowns and restrictions on in-person activities, many breweries shifted their focus to online sales. This allowed them to reach a wider audience and offer growlers for delivery or pickup, thus expanding their customer base.
Direct-to-Consumer Sales: Breweries faced challenges with reduced foot traffic due to bar and restaurant closures. To counter this, they started offering growlers directly to consumers, creating a new revenue stream and fostering customer loyalty.
At-Home Consumption: With people spending more time at home, there was a surge in at-home consumption of craft beverages. Growlers provided a way for consumers to enjoy fresh draft beer without having to visit bars or breweries.
Negative Impacts of COVID-19 on the Global Growlers Market:
Closure of Taprooms and Brewpubs: The closure of taprooms and brewpubs during lockdowns resulted in reduced demand for growlers, as these venues were major distribution points. Many breweries had to adapt their distribution strategies to cope with this loss.
Supply Chain Disruptions: The pandemic led to disruptions in supply chains, affecting the availability of raw materials and components required for producing growlers. This could have resulted in production delays and increased costs.
Health and Safety Concerns: While breweries implemented measures to ensure the safety of growler filling and handling, some consumers might have been hesitant to use shared containers due to concerns about contamination.
Regional Analysis
The growlers market in North America is anticipated to hold the majority of the market share (31%). North America has a commercial advantage over other areas due to the extremely saturated alcoholic beverage industry and increased consumer interest in non-alcoholic beverages.
By 2033, Europe is expected to come in second to North America in terms of market revenue. The development of advanced growlers with improved features and the proliferation of brewpubs are expected to drive market expansion.
The third important region, Latin America, has made a considerable contribution to the expansion of the market as a whole.
Over the projected period, APAC, which comprises nations like China, Japan, and South Korea, is expected to have strong development.
Key Regions and Countries Covered in this Report:
- North America
- The US
- Canada
- Europe
- Germany
- France
- The UK
- Italy
- Spain
- Russia & CIS
- Rest of Europe
- APAC
- China
- Japan
- South Korea
- India
- ASIAN
- Rest of APAC
- Latin America
- Brazil
- Mexico
- Rest of Latin America
- Middle East & Africa
- GCC
- South Africa
- United Arab Emirates
- Rest of the Middle East & Africa
The global growlers market is highly competitive and fragmented, with a few key players operating in the market. These players are focusing on expanding their product offerings and strengthening their market image through strategic partnerships.
Market Key Players
- DrinkTanks
- Hydro Flask
- Klean Kanteen
- uKeg by GrowlerWerks
- Miir
- BrüMate
- YETI
- Stanley
- The Portland Growler Company
- EcoVessel
- Other Key Players
Recent Developments:
- In January 2022, Miir’s Integration of technology into growlers introduced smart growlers equipped with sensors to monitor temperature and carbonation levels and even provide notifications to users’ smartphones.
- In December 2022, DrinkTank Breweries and retailers developed more sophisticated online platforms for growler orders, offering subscription services, personalized recommendations, and access to limited-edition releases.
- Consol Holdings Proprietary Limited, a major manufacturer of glass packaging in Africa, was purchased by Ardagh Group S.A. in November 2021.
- As part of its ambition to grow in Europe, Alpha Packaging purchased Boxmore Plastics in April 2021.
Report Scope:
Report Features Description Market Value (2022) US$ 530 Mn Forecast Revenue (2032) US$ 755 Mn CAGR (2023-2032) 3.7% Base Year for Estimation 2022 Historic Period 2016-2022 Forecast Period 2023-2032 Report Coverage Revenue Forecast, Market Dynamics, COVID-19 Impact, Competitive Landscape, Recent Developments Segments Covered By Material: Glass Growlers, Stainless Steel Growlers, Ceramic Growlers, and PET Plastic Growlers; By Capacity: 32 oz, 64 oz, and 128 oz; By Closure Type: Screw Cap, Swing Top, Flip Top, and Other Closure Types; By End-User: Craft Breweries, Bars & Pubs, Restaurants, Home Use, Other End-Users. Regional Analysis North America: The US and Canada; Europe: Germany, France, The UK, Italy, Spain, Russia & CIS, and the Rest of Europe; APAC: China, Japan, South Korea, India, ASEAN, and the Rest of APAC; Latin America: Brazil, Mexico, and Rest of Latin America; Middle East & Africa: GCC, South Africa, United Arab Emirates, and Rest of Middle East & Africa. Competitive Landscape DrinkTanks, Hydro Flask, Klean Kanteen, uKeg by GrowlerWerks, Miir, BrüMate, YETI, Stanley, The Portland Growler Company, EcoVessel, Other Key Players. Customization Scope Customization for segments, region/country-level will be provided. Moreover, additional customization can be done based on the requirements. Purchase Options We have three licenses to opt for: Single User License, Multi-User license (Up to 5 Users), Corporate Use License (Unlimited User and Printable PDF) Frequently Asked Questions (FAQ)
What is the Growlers Market Size in the Year 2022?The Global Growlers Market size was USD 530 Million in 2022, growing at a CAGR of 3.70%.
What is the Growlers Market CAGR During the Forecast Period 2023-2032?The Global Growlers Market size is growing at a CAGR of 3.70% during the forecast period from 2023 to 2032.
What is the Growlers Market Size During the Forecast Period 2023-2032?The Global Growlers Market size is expected to be worth around USD 755.0 Million by 2032 during the forecast period.
- DrinkTanks
- Hydro Flask
- Klean Kanteen
- uKeg by GrowlerWerks
- Miir
- BrüMate
- YETI
- Stanley Black & Decker Inc. Company Profile
- The Portland Growler Company
- EcoVessel
- Other Key Players
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